La profesionalización de los youtubers: el caso de Verdeliss y las marcas

Angeriñe  Elorriaga Illera; Sergio  Monge Benito

doi:10.4185/RLCS-2018-1244

Authors

Angeriñe Elorriaga Illera Universidad del País Vasco http://orcid.org/0000-0001-9274-8291
Sergio Monge Benito País Vasco University http://orcid.org/0000-0001-8061-6865

DOI:

https://doi.org/10.4185/RLCS-2018-1244

Keywords:

youtubers, brands, influencer, digital contents, branded content

Abstract

Thanks to the YouTube platform, people previously unknown can generate such a large community that many brands can be seduced to collaborate with them through a new form of advertisement and product placement. We focus on Verdeliss’ case, a young Spanish mother of six children that has professionalized her activity on YouTube. Methodology. We performed a content analysis of 606 videos published in the Verdeliss’ YouTube channel verifying the presence (spontaneous or sponsored) of brands and their evolution. Results. We established 4 differentiated stages in her contents production, each one with different characteristics. The last stage of their production corresponds to the permanent collaboration with commercial brands. Conclusions. This new profile of professional influencer is obliging brands to re-invent their communication to keep connecting with their consumers.

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Author Biographies

Angeriñe Elorriaga Illera , Universidad del País Vasco

Angeriñe Elorriaga Illera is professor in UPV/EHU. She is graduated in Advertisement and Public Relations and PhD in Social Communication. Her usual subjects are Public Communication and Strategical and Digital Marketing. She teaches in two different languages: Spanish and Euskera. She has more than 14 years of professional experience in the field of marketing and digital communication. She has performed several papers and lectures in international congresses.

Her research lines are focused on communication through Internet (web 2.0, blogs, positioning, digital reputation, social networks, electronic commerce …). Her h index is 1 according to Google Scholar (2017).

Sergio Monge Benito, País Vasco University

Sergio Monge Benito is Associate Professor in UPV/EHU. Graduate in Advertisement and Public Relations and PhD in Audiovisual Communication and Advertisement. His most usual subjects are “Efficacy of Advertisement”, “Marketing: Concepts, Strategies and Techniques” and “Communication and advertisement: Persuasive Strategies” in the graduate studies of Advertisement and Public Relations. He teaches in three different languages: Spanish, Euskera and English.

He has written several articles in scientific journals, book chapters and has performed numerous papers and lectures. He acts as consultant for different companies and organizations in the field of communication through knowledge transferal agreement with the university.

His research lines are focused on communication through Internet (web 2.0, blogs, positioning, digital reputation, social networks …) and in neuromarketing. His h index is 8 according to Google Scholar (2017). His personal web is www.sergiomonge.com

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